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﻿2 bourbons have found uncommon success in marketing
Kentucky Derby High School Horses John Clay's Blog John Clay's Columns Kentucky Speedway Louisville Cardinals Mark Story UK SportsBaseball Basketball Men Basketball Women ExCats former Wildcats Football Game Archive John Clay's Blog John Clay's Columns Mark Story Next Cats: Recruiting Recruiting UK Photos UK Videos More UK Sports EntertainmentBar Guide Books Comics Games Contests Entertainment Videos Events Calendar Fashion Food Gaming Home Garden Living Movies Music Restaurants Rich Copley's Blog Snapped Party Pics Stage Dance TV DVDs Visual Arts OpinionEditorials Joel Pett Larry Dale Keeling Larry Webster Letters to the Editor OpEd Submit a Letter ObituariesObituary Stories Today's Obituaries Local DealsGrocery Coupons Local Coupons Local Ads Special Sections Store CircularsLORETTO Two of today's bestselling highend bourbons, Maker's Mark and Pappy Van Winkle, got their start in very different ways but their recipes for success have two things in common: wheat and nontraditional marketing.Both bourbons use a recipe with sweeter wheat instead of the spicier rye grain. And both brands turned to important "influencers" a major American newspaper and celebrity chefs to get the word out.The current era of celebrity bourbon is a far cry from the early days of Maker's Mark in the 1950s.Back then, said Bill Samuels Jr., his father, Bill Samuels Sr., was determined to wait for the world to find his "whisky," which he spelled without an "E" in a nod to the family's Scottish distilling roots. Eventually, it did, through word of mouth."I am convinced the way he made us do it obliquely has positioned bourbon as the ultimate discovery spirit: It goes from friend to friend. Not just Maker's, but all bourbons. . The bartender's going to spread the bourbon gospel to these emerging people whose curiosity has been aroused about what the hell is going on in Kentucky," Samuels said. "It may be intuitive now, but it wasn't 40 years ago. ."I am positive that we had some significant influence on the approach, especially since at the time, when everybody was scrambling around, we had the only one that was working, without some kind of gimmick, a special decanter, or something."By 1980, Maker's Mark had become an iconic brand in Kentucky but it was little known elsewhere, in part because the advertising budget of $1.2 million a year ran only to witty billboards in Louisville and a few ads in Southern Living and the regional editions of Time, Playboy and Penthouse.But the younger Samuels, who had become company president in 1975, arranged to give the brand a little help. With the aid of some friends in public relations at WenzNeely in Louisville, the distillery's story was pitched to Wall Street Journal reporter David Garino, who liked it.Samuels then had to get his father, who was beyond reluctant to give interviews, on board. His solution: a ruse."I told him I had an outoftown fraternity brother who wanted to meet him," Samuels said. "I knew he wouldn't kill me until the guy left, because he was a gentleman. They ended up just falling in love with each other. . And that's where it all started."Garino's August frontpage profile in the New Yorkbased Journal had the phones ringing off the hook at Maker's Happy Hollow headquarters (and at the newspaper). Letters poured in from people who wanted the bourbon and couldn't find it because Maker's Mark was hardly distributed outside Kentucky.Samuels and his father answered all the letters themselves. It took years.It was an early lesson in the powerful stimulant that rarity can be on the bourbon market.Jim Lindsey, then an executive at the DoeAnderson advertising agency in Louisville working with Maker's Mark, said the distillery turned that to their advantage as "America's Most Searchedfor Whisky."They ran ads in The Wall Street Journal, he said, of the desperate fan letters. And they told customers, "You won't be able to find it so tell your local store to ask the wholesaler for it," Lindsey said."And have them put it under the counter and hold it for you," he said. "That 'under the counter' became the basis for the cult whiskey I have it and you don't. We encouraged it any way we could."The letters had one other benefit that survives to this day: customers could become Maker's Mark "ambassadors." As the brand expanded, Samuels wanted to keep the connection that existed when the bourbon was sold almost exclusively to Kentuckians.Wouldbe ambassadors sign up, get their name on a barrel and wait six to seven years. The distillery sends them updates on "their" barrel's progress; then, when it is ready to be bottled, they are invited to come to Kentucky and tour the distillery with Samuels or his son, Rob, who now runs the daytoday business.They can also buy two bottles out of their barrel and handdip them in the famous red wax themselves.Over the decades, thousands have signed up, giving Maker's Mark a very personal link to its customers."That's where the ambassador program came from," Bill Samuels said. "We ask folks to be Kentuckians, at least for this one product."These days, Pappy Van Winkle, the ultrapremium bourbon seemingly coveted from coast to coast, sells itself, even at hundreds of dollars a bottle if it can be found at all.
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